PE sponsors and CEOs often define their "vision" as a revenue or EBITDA target. This is an output metric, not an inspiring vision. High-performing CEOs create a compelling narrative about the business's value proposition and purpose that motivates employees and resonates with customers. Financial success is the result of executing this vision.

The 20th-century view of shareholder primacy is flawed. By focusing first on creating wins for all stakeholders—customers, employees, suppliers, and society—companies build a sustainable, beloved enterprise that paradoxically delivers superior returns to shareholders in the long run.

People are more motivated by fighting a negative societal trend than by hitting financial targets. Framing your company's work as a "resistance" movement—like fighting loneliness in a digital world—creates a powerful, unifying rally cry for your team.

Stating that your company's purpose is to make a profit is not a compelling 'why' for employees or customers. A true purpose should be a unique identifier, like a thumbprint or DNA, that distinguishes the organization from all competitors who are also seeking profit.

A vision based solely on revenue goals (e.g., 'be a billion-dollar company') fails to motivate teams. A powerful vision is a story with an emotional component that makes people feel excited and slightly nervous, giving them 'butterflies.' This emotional buy-in is what truly aligns and energizes an organization.

With only 12% of product teams finding profit-centric goals rewarding, leaders must reframe work. By connecting business outcomes to the emotional, human progress customers are trying to make, leaders can inspire teams far more effectively than with revenue targets alone.

Financial metrics like '10% return on investment' fail to inspire project teams. To attract top talent and volunteers, leaders must frame projects around a compelling purpose, such as improving customer experience or sustainability. A strong purpose, not the business case, is what truly drives engagement.

To truly motivate, a vision must go beyond goals and describe what it will feel like to achieve the future state. This emotional component captures the 'why' and the world-changing impact, creating deeper alignment than purely rational objectives can.

Contrary to a shareholder-first dogma, these leaders operate on an employee-first principle. They believe that well-treated, empowered employees provide superior customer service. This creates loyal customers, which drives sustainable profits and ultimately delivers superior long-term returns for shareholders.